I spent two years working in retail marketing and visual merchandising at Hermés.
The French fashion house has been around for nearly two centuries and specializes in leather goods, though it might be best known for its coveted Birkin bags.
These high-ticket items, which can cost thousands and are often carried by celebrities like Kim Kardashian and Jennifer Lopez, are offered to only a select number of the retailer’s customers.
When I worked at Hermès, I learned a lot about the brand and how to score its most-coveted products. I’ve since transitioned to a career in sourcing luxury goods — and I’m no stranger to locating the brand’s famous designer bags for my own clients.
Here are a few mistakes I saw customers make while shopping at Hermès.
Many customers think they can walk in and score a high-ticket item
Similar to other luxury brands like Porsche, Hermès uses scarcity marketing — a concept in which consumers value a product when there’s a limited supply or availability.
This means most customers cannot simply walk into a boutique and purchase the brand’s highest-ticket items, like a Kelly or Birkin bag.
Birkin bags are so sought after that even its Walmart lookalikes are selling out.
If shoppers want to increase their chances of being able to buy the real thing, they should “build a profile” or establish a consistent buying history with the store.
This can be done by making entry-level purchases and working with a single, designated sales associate over time. After all, sales associates can play a major role in deciding who gets one of these coveted bags.
I recommend buying items in a diverse mix of categories. In my experience, the highest-commission categories for sales associates include homeware, fine jewelry, elaborate textiles, and exotic ready-to-wear pieces.
Purchasing these items can enhance your profile and help you stand out to a sales associate.
Refrain from acting rude or indifferent, and remember to maintain a professional demeanor
At Hermès, entitlement and rude behavior are the biggest no-gos. I’ve even seen negative attitudes prohibit clients from future boutique visits.
I recommend keeping a positive attitude, cultivating curiosity when in a boutique, and engaging with a sales associate as you would with anyone in a professional setting.
I’d also be mindful that sales associates are there to make a living and provide an exclusive, luxury experience. After all, this is supposed to be a mutually beneficial relationship.
Don’t put too much pressure on your sales associate
Navigating the Hermès shopping experience is much like managing a business relationship. In many boutiques, sales associates share their contact details with customers.
However, many people tend to take this as a sign to inundate them with questions. Instead, I recommend customers visit a boutique at their convenience and ask about the potential timeline for a high-ticket item as they shop for other goods.
If texting or calling is your only way to engage with a sales associate, use it to inquire about lower-ticket items you’re interested in seeing once you visit.
I’ve found a lot of customers have unrealistic expectations
Some customers come in focused solely on coveting the one high-ticket item they saw all over social media.
However, I think two key points are crucial in navigating the Hermès shopping experience. First, keep in mind that sales associates value clients who engage with the brand and show genuine interest in Hermès’ heritage.
Secondly, in my experience, sales associates don’t earn a commission on bags like the Kelly and Birkin. Therefore, it may be wise to explore lesser-known areas within the brand, such as home goods, fragrances, or equestrian items your sales associate recommends.
This way, you’ll be putting commission money in your sales associate’s pocket, and they may feel more inclined to help you work your way to a coveted bag.
Don’t switch between different sales associates or locations
Working your way toward a coveted bag at Hermès can feel like a high-stakes mental game. Customers often have to visit a boutique multiple times, so the path to owning these items can be lengthy.
Unfortunately, I’ve seen customers trying to game the system by visiting multiple boutiques or switching between sales associates in one location.
However, I recommend staying loyal to one associate and boutique, as some stores may prioritize their most devoted clients.
The post I used to work at Hermès. I saw customers make the same 5 mistakes — especially when trying to get a coveted Birkin. appeared first on Business Insider.
